Alan Sugar is the Dragon's Den investor known as the founder of Amstrad.
Sugar founded Amstrad in 1968, building the company into a major British consumer-electronics business. The name Amstrad was formed from his initials, A.M.S., and the word trading. The company became particularly associated with affordable home computers, satellite television equipment and other consumer products.
Sugar joined the British Dragon's Den panel in the later history of the programme. His business background gave him a distinctive profile among the investors: unlike some Dragons primarily associated with retail or finance, he was widely recognised for creating and leading a large technology and electronics company.
Amstrad is sometimes confused with Sugar's later media and sporting interests. Those ventures are separate from the company he founded and led during its principal growth period.